iron-edge 1.0.0

package/squads/squad-paidmedia/agents/traffic-masters-chief.md

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+---
+name: traffic-masters-chief
+description: |
+  Traffic Masters Chief autônomo. Orquestra 7 especialistas em paid traffic usando sistema de Tiers.
+  Estratégia Tier 0 → Platform Masters Tier 1 → Scaling Tier 2.
+model: opus
+tools:
+  - Read
+  - Grep
+  - Glob
+  - Write
+  - Edit
+  - Bash
+  - WebSearch
+  - WebFetch
+permissionMode: bypassPermissions
+memory: project
+---
+
+# Traffic Masters Chief - Autonomous Agent
+
+You are an autonomous Traffic Masters Chief agent spawned to execute a specific mission.
+
+## 1. Persona Loading
+
+Read `.claude/commands/traffic-masters/agents/traffic-masters-chief.md` and adopt the persona of **Media Buy Chief**.
+- Use strategic, data-driven, ROI-focused style
+- SKIP the greeting flow entirely — go straight to work
+
+## 2. Context Loading (mandatory)
+
+Before starting your mission, load:
+
+1. **Git Status**: `git status --short` + `git log --oneline -5`
+2. **Gotchas**: Read `.sinapse/gotchas.json` (filter for Traffic-relevant: Ads, Meta, Google, YouTube, ROAS, CAC)
+3. **Technical Preferences**: Read `.sinapse-ai/data/technical-preferences.md`
+4. **Project Config**: Read `.sinapse-ai/core-config.yaml`
+
+Do NOT display context loading — just absorb and proceed.
+
+## 3. Mission Router (COMPLETE)
+
+Parse `## Mission:` from your spawn prompt and match:
+
+### Strategy (Tier 0 - ALWAYS FIRST for new accounts)
+| Mission Keyword | Task File | Specialist |
+|----------------|-----------|------------|
+| `diagnose` / `audit` | `account-audit.md` | @molly-pittman |
+| `traffic-engine` | `traffic-engine-setup.md` | @molly-pittman |
+| `strategy` | `traffic-strategy.md` | @molly-pittman |
+| `bpm` / `brand-performance` | `bpm-setup.md` | @depesh-mandalia |
+
+### Meta/Facebook/Instagram (Tier 1)
+| Mission Keyword | Task File | Specialist |
+|----------------|-----------|------------|
+| `meta` / `facebook` / `instagram` | `meta-campaign.md` | @depesh-mandalia |
+| `meta-ecommerce` | `meta-ecommerce.md` | @depesh-mandalia |
+| `meta-leadgen` | `meta-leadgen.md` | @nicholas-kusmich |
+| `lead-generation` | `leadgen-strategy.md` | @nicholas-kusmich |
+
+### Google Ads (Tier 1)
+| Mission Keyword | Task File | Specialist |
+|----------------|-----------|------------|
+| `google` / `google-ads` | `google-campaign.md` | @kasim-aslam |
+| `search` | `google-search.md` | @kasim-aslam |
+| `shopping` | `google-shopping.md` | @kasim-aslam |
+| `golden-ratio` | `google-campaign.md` | @kasim-aslam |
+
+### YouTube Ads (Tier 1)
+| Mission Keyword | Task File | Specialist |
+|----------------|-----------|------------|
+| `youtube` / `youtube-ads` | `youtube-campaign.md` | @tom-breeze |
+| `video-ads` | `youtube-campaign.md` | @tom-breeze |
+| `aducate` | `youtube-script.md` | @tom-breeze |
+
+### Scaling & Optimization (Tier 2)
+| Mission Keyword | Task File | Specialist |
+|----------------|-----------|------------|
+| `scale` / `scaling` | `scaling-strategy.md` | @ralph-burns |
+| `creative-lab` | `creative-optimization.md` | @ralph-burns |
+| `creative-optimization` | `creative-optimization.md` | @ralph-burns |
+| `dpi2` | `scaling-strategy.md` | @ralph-burns |
+
+### Brazil Market (Tier 2)
+| Mission Keyword | Task File | Specialist |
+|----------------|-----------|------------|
+| `brasil` / `brazil` | `brasil-strategy.md` | @pedro-sobral |
+| `abc` / `metodologia-abc` | `metodologia-abc.md` | @pedro-sobral |
+| `operacao` | `operacao-diaria.md` | @pedro-sobral |
+
+### Orchestration
+| Mission Keyword | Action |
+|----------------|--------|
+| `route` | Recommend specialist based on platform/objective |
+| `team` | Show full team organized by tier |
+
+**Path resolution**:
+- Tasks at `squads/traffic-masters/tasks/` or `.sinapse-ai/development/tasks/`
+- Data at `squads/traffic-masters/data/`
+
+### Execution:
+1. Read the COMPLETE task file (no partial reads)
+2. Read ALL extra resources listed
+3. Execute ALL steps in YOLO mode
+
+## 4. Tier System (CRITICAL)
+
+```
+TIER 0 - STRATEGY (diagnóstico e estratégia - começar aqui)
+├── @molly-pittman    → Traffic Engine (9 steps), estratégia geral
+└── @depesh-mandalia  → BPM Method, Meta + Brand Performance
+
+TIER 1 - PLATFORM MASTERS (execução específica)
+├── @kasim-aslam      → Google Ads (Golden Ratio, 4 Campaign Types)
+├── @tom-breeze       → YouTube Ads (ADUCATE, 3-Act Structure)
+└── @nicholas-kusmich → Meta Ads Lead Gen (4-Step Framework)
+
+TIER 2 - EXECUTION (scaling e operação)
+├── @ralph-burns      → Scaling (Creative Lab 7 steps, DPI²)
+└── @pedro-sobral     → Metodologia ABC, operação Brasil
+```
+
+## 5. Routing by Platform
+
+| Platform | Primary | Secondary | Scaling |
+|----------|---------|-----------|---------|
+| Meta (Facebook/Instagram) | @depesh-mandalia | @nicholas-kusmich | @ralph-burns |
+| Google Search/Shopping | @kasim-aslam | — | — |
+| YouTube | @tom-breeze | — | — |
+| Brasil | @pedro-sobral | — | — |
+
+## 6. Routing by Objective
+
+| Objective | Flow |
+|-----------|------|
+| New account setup | @molly-pittman → platform_master → scaling |
+| Account audit | @molly-pittman (diagnóstico) → recommendations |
+| Lead generation (Meta) | @nicholas-kusmich |
+| Lead generation (Google) | @kasim-aslam |
+| Ecommerce (Meta) | @depesh-mandalia |
+| Ecommerce (Google) | @kasim-aslam |
+| Scaling existing | @ralph-burns + @pedro-sobral |
+| Creative optimization | @ralph-burns (brand_focus: @depesh-mandalia) |
+
+## 7. Decision Tree
+
+```
+STEP 1: Qual plataforma? (Meta, Google, YouTube, Multi)
+STEP 2: Qual objetivo? (Lead Gen, Ecommerce, Awareness)
+STEP 3: Qual estágio? (Setup, Otimização, Scaling)
+STEP 4: Qual mercado? (Brasil, Internacional)
+
+IF new_project → Tier 0 (Molly ou Depesh)
+IF platform_specific → Tier 1 (platform master)
+IF scaling → Tier 2 (Ralph ou Sobral)
+```
+
+## 8. Handoff Protocol
+
+When passing to specialist:
+
+```
+**Handoff para: {agent_name}**
+- Contexto: {brief_context}
+- Objetivo: {specific_goal}
+- Métricas alvo: {target_metrics}
+- Framework a aplicar: {relevant_framework}
+```
+
+## 9. Key Frameworks by Specialist
+
+| Specialist | Frameworks |
+|------------|------------|
+| @molly-pittman | Traffic Engine (9 steps), Customer Journey |
+| @depesh-mandalia | BPM Method, Brand-driven Performance |
+| @kasim-aslam | Golden Ratio, 4 Campaign Types, "2-4" bid strategy |
+| @tom-breeze | ADUCATE, 3-Act Structure, M.A.P. |
+| @nicholas-kusmich | 4-Step Framework, Lead Gen Funnel |
+| @ralph-burns | Creative Lab (7 steps), DPI² |
+| @pedro-sobral | Metodologia ABC, Operação Brasil |
+
+## 10. Vocabulary (USE THESE)
+
+- **ROAS** - não ROI genérico
+- **CAC** - Custo de Aquisição de Cliente
+- **nCAC** - new Customer Acquisition Cost
+- **LTV** - Lifetime Value
+- **creative fatigue** - não cansaço de anúncio
+- **scaling** - não escalar
+- **learning phase** - não fase de aprendizado
+
+## 11. Autonomous Elicitation Override
+
+When task says "ask user": decide autonomously based on:
+- Platform identified
+- Objective type
+- Budget range
+- Market (Brasil vs international)
+
+Document as `[AUTO-DECISION] {q} → {decision} (reason: {why})`.
+
+## 12. Constraints
+
+- NEVER recommend specialist without considering platform/objective
+- NEVER skip Tier 0 diagnóstico for new projects
+- NEVER mix frameworks from different experts without purpose
+- NEVER commit to git (the lead handles git)
+- ALWAYS start understanding: platform, objetivo, estágio, mercado
+- ALWAYS cite the framework that will be applied
+- ALWAYS measure results with specific metrics (ROAS, CAC, LTV)
+- ALWAYS base decisions on data, not intuition

package/squads/squad-paidmedia/checklists/account-audit-checklist.md

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+---
+checklist: account-audit-checklist
+squad: squad-paidmedia
+description: "Checklist completo para auditoria de conta de midia paga"
+used_by:
+  - audit-meta-ads-account
+  - audit-google-ads-account
+  - account-audit-cycle
+---
+
+# Account Audit Checklist
+
+## 1. Tracking Infrastructure
+- [ ] Google Tag Manager presente e configurado
+- [ ] Facebook Pixel ativo com eventos corretos
+- [ ] CAPI implementado com EMQ >6.0
+- [ ] Google Ads conversion tag ativo
+- [ ] GA4 configurado com conversion events
+- [ ] Enhanced conversions habilitado
+- [ ] UTM parameters consistentes
+- [ ] Cross-domain tracking (se necessario)
+- [ ] Consent management configurado (GDPR/LGPD)
+- [ ] Data layer documentado
+
+## 2. Account Structure (Meta)
+- [ ] Numero de campanhas ativas razoavel (3-5 por objetivo)
+- [ ] CBO utilizado (default)
+- [ ] Naming conventions consistentes
+- [ ] Audience tiers definidos (Cold/Warm/Hot)
+- [ ] Exclusions entre tiers configuradas
+- [ ] Max 5 ad sets por campanha CBO
+- [ ] 3-6 ads por ad set
+
+## 3. Account Structure (Google)
+- [ ] Campaign structure alinhada com template (Simplified/Standard/Scaled)
+- [ ] Ad groups tematicamente coesos (5-20 keywords por grupo)
+- [ ] Match type strategy definida
+- [ ] Negative keywords implementadas
+- [ ] Shared negative keyword lists criadas
+- [ ] Ad extensions configuradas (sitelinks, callouts, snippets)
+- [ ] Min 2 RSAs por ad group
+
+## 4. Keywords & Quality Score (Google)
+- [ ] Quality Score distribution: >50% com QS >=7
+- [ ] Keywords com QS <4 identificadas e plano de acao
+- [ ] Keyword cannibalization verificada
+- [ ] Search terms waste <15% do budget
+- [ ] Low volume keywords identificadas
+
+## 5. Bidding & Budget
+- [ ] Bid strategy adequada para volume de conversoes
+- [ ] Smart Bidding readiness verificada (30+ conv/30d)
+- [ ] Budget pacing saudavel (ratio 0.9-1.1)
+- [ ] Budget por ad set >= 5x CPA target (Meta ABO)
+- [ ] Impression share lost by budget analisada (Google)
+
+## 6. Creative Performance
+- [ ] Creative count adequado (3-6 ativos por ad set)
+- [ ] Creative diversity (mix de formatos)
+- [ ] Creative age verificada (alerta se >30 dias)
+- [ ] Frequency analysis (<3 media por ad)
+- [ ] Winners e losers identificados
+
+## 7. Landing Pages
+- [ ] LPs com Lighthouse score >80
+- [ ] Core Web Vitals passing (LCP <2.5s, CLS <0.1)
+- [ ] Mobile rendering verificado
+- [ ] Message match com ads
+- [ ] Conversion tracking na LP
+
+## Score Card
+| Area | Score (A-D) | Notes |
+|------|------------|-------|
+| Tracking | | |
+| Structure (Meta) | | |
+| Structure (Google) | | |
+| Keywords/QS | | |
+| Bidding/Budget | | |
+| Creative | | |
+| Landing Pages | | |
+| **Overall** | | |

package/squads/squad-paidmedia/checklists/campaign-launch-checklist.md

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+---
+checklist: campaign-launch-checklist
+squad: squad-paidmedia
+description: "Checklist pre-launch para verificar todos os componentes antes de ativar campanha"
+used_by:
+  - execute-launch-checklist
+  - campaign-launch-cycle
+---
+
+# Campaign Launch Checklist
+
+## 1. Tracking & Measurement
+- [ ] Facebook Pixel ativo e firing em todas as LPs
+- [ ] Conversions API (CAPI) configurado com EMQ >6.0
+- [ ] Event deduplication entre Pixel e CAPI funcionando
+- [ ] Google Ads conversion tag ativo e testado
+- [ ] GA4 configurado com conversion events corretos
+- [ ] Enhanced conversions habilitado (Google)
+- [ ] UTM parameters em todas as URLs de destino
+- [ ] Auto-tagging habilitado (Google Ads)
+- [ ] Cross-domain tracking configurado (se aplicavel)
+- [ ] Teste end-to-end: submeter conversao de teste e verificar em todas as plataformas
+
+## 2. Campaign Configuration
+- [ ] Campaign objective correto para o goal de negocio
+- [ ] Budget type (CBO/ABO) conforme planejado
+- [ ] Budget amount correto (diario ou lifetime)
+- [ ] Schedule start/end date corretos
+- [ ] Bid strategy alinhada com objetivo
+- [ ] Conversion action correta selecionada
+- [ ] Attribution window configurada
+
+## 3. Audience & Targeting
+- [ ] Audiences Cold/Warm/Hot configuradas (Meta)
+- [ ] Exclusions entre tiers ativas (Meta)
+- [ ] Keywords selecionadas e organizadas por ad group (Google)
+- [ ] Negative keywords adicionadas (Google)
+- [ ] Geographic targeting correto
+- [ ] Device targeting (ou All devices)
+- [ ] Placements: Advantage+ ou manual com justificativa
+
+## 4. Creative & Ad Copy
+- [ ] Criativos em resolucao e formato corretos por plataforma
+- [ ] Copy e headlines sem erros de ortografia
+- [ ] CTAs corretos selecionados
+- [ ] Video ads com captions/text overlay (sound-off)
+- [ ] Ad extensions/assets configurados (Google: sitelinks, callouts, structured snippets)
+- [ ] Preview verificada em todos os placements
+- [ ] Min 3 ads ativos por ad set/ad group
+
+## 5. Landing Page
+- [ ] LP carregando corretamente em mobile e desktop
+- [ ] Lighthouse Performance score >80
+- [ ] Core Web Vitals: LCP <2.5s, CLS <0.1
+- [ ] Message match: ad headline ≈ LP headline
+- [ ] CTA da LP funcionando e visivel
+- [ ] Form (se aplicavel) submetendo corretamente
+- [ ] Thank you page com tracking de conversao
+- [ ] SSL certificado ativo (HTTPS)
+
+## 6. Final Validation
+- [ ] Naming conventions aplicadas (campaign, ad set, ad)
+- [ ] Budget total aprovado e alocado corretamente
+- [ ] KPIs e targets documentados
+- [ ] Monitoring plan definido (quem verifica, quando)
+- [ ] Stakeholders informados do launch date
+- [ ] Rollback plan (o que fazer se performance for ruim nas primeiras 48h)
+
+## Decision
+- **GO:** Todos os items checked
+- **NO-GO:** Qualquer item failing → resolver antes de ativar

package/squads/squad-paidmedia/checklists/creative-testing-checklist.md

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+---
+checklist: creative-testing-checklist
+squad: squad-paidmedia
+description: "Checklist para setup e analise de testes de criativos"
+used_by:
+  - run-creative-test
+  - design-ab-test
+  - creative-testing-cycle
+---
+
+# Creative Testing Checklist
+
+## 1. Pre-Test Setup
+- [ ] Hipotese documentada: IF [variavel] THEN [resultado] BECAUSE [racional]
+- [ ] Apenas 1 variavel sendo testada
+- [ ] Control definido (melhor performer atual)
+- [ ] Variante criada com mudanca isolada
+- [ ] Sample size calculado
+- [ ] Duracao estimada (min 7 dias)
+- [ ] Budget de teste alocado (10-15% do budget total)
+
+## 2. Test Configuration
+- [ ] Metodo de teste selecionado (A/B Test Meta, Campaign Experiments Google, ou manual)
+- [ ] Traffic split configurado (50/50)
+- [ ] Audience: mesma para control e variante
+- [ ] Conversion event: mesmo para ambos
+- [ ] Tracking validado em ambas variantes
+- [ ] Preview verificada (formatos, resolucao)
+
+## 3. During Execution
+- [ ] Delivery balanceado verificado (ambos recebendo impressions)
+- [ ] Nenhuma mudanca feita durante o teste
+- [ ] Budget sendo gasto conforme esperado
+- [ ] Nenhum ad com 0 impressions apos 48h
+- [ ] Min 7 dias de runtime respeitado
+
+## 4. Post-Test Analysis
+- [ ] Sample size atingido (ou justificativa se nao)
+- [ ] P-value calculado
+- [ ] Se p<0.05: winner declarado
+- [ ] Se p>=0.05: teste inconclusivo (nao declarar winner)
+- [ ] Confidence interval da diferenca calculado
+- [ ] Resultado segmentado (mobile vs desktop, por audience)
+- [ ] Practical significance avaliada (diferenca importa para o negocio?)
+
+## 5. Post-Test Actions
+- [ ] Winner: escalado para campanhas ativas
+- [ ] Loser: pausado, aprendizado documentado
+- [ ] Inconclusivo: decisao sobre re-teste com mais budget/tempo
+- [ ] Learning adicionado ao creative learnings database
+- [ ] Brief para proxima iteracao baseado no resultado
+- [ ] Stakeholders informados do resultado
+
+## Test Documentation
+| Campo | Valor |
+|-------|-------|
+| Hipotese | |
+| Variavel testada | |
+| Control | |
+| Variante | |
+| Metrica primaria | |
+| Duracao | |
+| Sample size (required) | |
+| Sample size (actual) | |
+| P-value | |
+| Winner | |
+| Learning | |

package/squads/squad-paidmedia/checklists/cro-audit-checklist.md

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+---
+checklist: cro-audit-checklist
+squad: squad-paidmedia
+description: "Checklist de auditoria CRO para landing pages e conversion flows"
+used_by:
+  - optimize-page-conversion
+  - analyze-landing-page
+  - cro-optimization-cycle
+---
+
+# CRO Audit Checklist
+
+## 1. Above-the-Fold
+- [ ] Headline clara e orientada a beneficio (nao feature)
+- [ ] Subheadline expande a promessa ou elimina objecao
+- [ ] CTA visivel sem scroll
+- [ ] CTA com contraste visual alto
+- [ ] CTA com copy especifico (nao "Enviar" ou "Clique aqui")
+- [ ] Imagem/video relevante (nao stock generico)
+- [ ] Social proof presente acima do fold (logos, numeros, ou 1 testimonial)
+
+## 2. Message Match
+- [ ] Headline do ad ≈ headline da LP (mesmo beneficio/promessa)
+- [ ] CTA do ad = CTA da LP (mesma acao)
+- [ ] Visual consistency entre ad e LP
+- [ ] Keyword do Google ≈ headline da LP (para Search)
+- [ ] Score: Strong / Moderate / Weak
+
+## 3. Trust Elements
+- [ ] Testimonials com nome e foto reais
+- [ ] Client logos (min 3-5)
+- [ ] Stats/numeros concretos ("10.000+ clientes", "98% satisfacao")
+- [ ] Garantia explicita (money-back, free trial, cancel anytime)
+- [ ] Security badges (SSL, payment logos, privacy)
+- [ ] Certificacoes ou premios (se aplicavel)
+
+## 4. Form & CTA
+- [ ] Numero de campos minimo para qualificacao
+- [ ] Campos required vs optional marcados
+- [ ] Inline validation presente
+- [ ] Error messages claras e proximas do campo
+- [ ] Mobile: input types corretos (email, tel, etc.)
+- [ ] Mobile: tap targets >= 48x48px
+- [ ] CTA repetido abaixo do fold
+
+## 5. Content Hierarchy
+- [ ] Secao 1: Value proposition (acima do fold)
+- [ ] Secao 2: Social proof
+- [ ] Secao 3: Features/benefits (como funciona)
+- [ ] Secao 4: Objection handling (FAQ, garantias)
+- [ ] Secao 5: CTA final
+- [ ] Hierarquia visual clara (headings, spacing, visual hierarchy)
+
+## 6. Mobile Experience
+- [ ] Renderiza corretamente em mobile (320-767px)
+- [ ] Texto legivel sem zoom (min 16px)
+- [ ] Nao ha scroll horizontal
+- [ ] Images responsivas
+- [ ] Form usavel com thumb
+- [ ] CTA facilmente acessivel
+
+## 7. Performance
+- [ ] Lighthouse Performance >80
+- [ ] LCP <2.5s (mobile)
+- [ ] CLS <0.1
+- [ ] Page load <3s em 3G
+- [ ] No console errors
+
+## Score
+| Area | Score (1-5) | Notes |
+|------|------------|-------|
+| Above-the-fold | | |
+| Message match | | |
+| Trust elements | | |
+| Form & CTA | | |
+| Content hierarchy | | |
+| Mobile | | |
+| Performance | | |
+| **Overall** | | /35 |

package/squads/squad-paidmedia/knowledge-base/analytics-reporting-frameworks.md

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+# Analytics & Reporting Frameworks
+
+## Multi-Channel Attribution Models
+
+### Modelos Disponiveis
+| Modelo | Como Funciona | Melhor Para | Limitacao |
+|--------|-------------|------------|-----------|
+| Last Click | 100% credito ao ultimo click | Simplicidade | Ignora awareness |
+| First Click | 100% credito ao primeiro touch | Awareness analysis | Ignora closers |
+| Linear | Credito igual entre todos os touches | Visao geral | Nao diferencia impacto |
+| Time Decay | Mais credito aos touches recentes | B2B long cycle | Subestima awareness |
+| Position-Based | 40% first, 40% last, 20% middle | Balance | Arbitrario |
+| Data-Driven (GA4) | ML determina credito | Melhor accuracy | Precisa de volume |
+
+### Recomendacao
+- **Default:** Data-Driven (GA4) se volume suficiente (600+ conversoes/30d)
+- **Fallback:** Position-Based se volume insuficiente
+- **Para reports de canal:** sempre comparar Last Click vs Data-Driven
+
+### Cross-Channel Attribution Challenges
+- Plataformas se auto-atribuem (Meta diz X, Google diz Y, soma > real)
+- Solucao pragmatica: usar GA4 como fonte de verdade para comparacao
+- Plataformas como fonte de verdade para otimizacao DENTRO do canal
+
+## Conversion Funnel Analysis
+
+### Framework de Analise
+```
+Stage 1: Impression / Reach
+    ↓ (CTR: benchmark 1-3%)
+Stage 2: Click / Visit
+    ↓ (Engagement Rate: benchmark 50-70%)
+Stage 3: Engagement (page view, scroll, time on site)
+    ↓ (Micro-conversion rate: varies)
+Stage 4: Micro-Conversion (ATC, form start, signup)
+    ↓ (Completion rate: benchmark 30-70%)
+Stage 5: Macro-Conversion (purchase, form submit, activated signup)
+```
+
+### Formulas Chave
+```
+CTR = Clicks / Impressions × 100
+Engagement Rate = Engaged Sessions / Sessions × 100
+CVR = Conversions / Clicks × 100
+Cart Abandonment = 1 - (Purchases / Add to Carts) × 100
+Form Abandonment = 1 - (Submits / Form Starts) × 100
+```
+
+### Diagnostico por Drop-off
+| Drop-off Point | Provavel Causa | Responsavel |
+|----------------|---------------|-------------|
+| Impression → Click (CTR baixo) | Creative ou targeting | Canvas + Signal/Query |
+| Click → Engagement (alto bounce) | Message mismatch ou page speed | Convert + Lighthouse |
+| Engagement → Micro-conv | UX/UI da pagina | Convert |
+| Micro → Macro (abandono) | Friction no form/checkout | Convert |
+
+## User Behavior Analysis
+
+### Segmentacao Comportamental
+| Segmento | Definicao | % Tipico | Acao |
+|----------|----------|---------|------|
+| Power Users | 3+ sessions, high engagement | 5-10% | Loyalty, upsell |
+| Converters | Completaram macro-conversion | 2-5% | Retention, referral |
+| Window Shoppers | 2+ pages, sem conversao | 15-25% | Retargeting + incentivo |
+| Bouncers | 1 page, <10s | 30-50% | Message match, page speed |
+| Returners | Visitaram 2+ vezes sem converter | 10-20% | Nurture sequence |
+
+### Path Analysis
+- Top 3 paths que levam a conversao → replicar/otimizar
+- Pages com alto exit rate → investigar problema
+- Average steps to conversion → otimizar para reduzir
+
+## Content Performance Scoring
+
+### Formula
+```
+Content Score = (Engagement × 0.3) + (CVR × 0.5) + (Volume × 0.2)
+
+Onde:
+- Engagement = avg_engagement_time_normalized (0-1)
+- CVR = conversion_rate_normalized (0-1)
+- Volume = sessions_normalized (0-1)
+- Normalize: (value - min) / (max - min)
+```
+
+### Classificacao
+| Score | Classificacao | Acao |
+|-------|-------------|------|
+| >0.7 | Star Content | Amplificar com paid, criar mais similar |
+| 0.4-0.7 | Solid Content | Otimizar para conversao |
+| 0.2-0.4 | Underperformer | CRO review, considerar rewrite |
+| <0.2 | Low Performer | Redirect trafego, descontinuar |
+
+## Anomaly Detection Framework
+
+### Z-Score Method
+```
+z = (x - μ) / σ
+
+x = valor observado
+μ = media dos ultimos 30 dias
+σ = desvio padrao dos ultimos 30 dias
+```
+
+### Alertas
+| |z| | Nivel | Acao |
+|-----|-------|------|
+| <1.5 | Normal | Nada |
+| 1.5-2.0 | Watch | Monitorar |
+| 2.0-3.0 | Warning | Investigar |
+| >3.0 | Critical | Acao imediata |
+
+### Metricas para Monitorar (por prioridade)
+1. CPA (mais critico — impacta diretamente ROI)
+2. Conversion volume (indica mudanca de mercado ou tracking)
+3. CTR (indica creative fatigue ou targeting shift)
+4. CPC (indica mudanca competitiva)
+5. Impression share (indica mudanca de leilao)
+
+### Period-over-Period Analysis
+| Comparacao | Uso | Nota |
+|-----------|-----|------|
+| DoD (Day-over-Day) | Anomaly detection | Volatil, melhor com z-score |
+| WoW (Week-over-Week) | Trend tracking | Controla day-of-week |
+| MoM (Month-over-Month) | Report mensal | Cuidado com # de dias |
+| QoQ (Quarter-over-Quarter) | Strategic planning | Controla sazonalidade parcial |
+| YoY (Year-over-Year) | Sazonalidade | Melhor para sazonalidade |